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Global Soft Power Summit 2025

19 February 2025, 09:0020 February 2025, 17:00 UK Time

Join us at Brand Finance’s Global Soft Power Summit 2025, inaugurating the next iteration of the Global Soft Power Index, to explore the role of Soft Power in international relations and business. We are delighted to announce John Kerry, 68th U.S. Secretary of State, as our keynote speaker.

This year, we will focus specifically on the topic: Responding to the Decline of Globalization. The international community is becoming increasingly divided, reversing the previously thought-to-be inevitable processes of globalisation. How can nations mobilise their Soft Power to piece together our fragmented world?

Following the successful publication of five iterations of the Index, Brand Finance is now working on the sixth year of research. Based on a global sample of 170,000+ respondents in 100+ markets, the Index ranks all 193 member states of the United Nations.

The Summit will take place over the course of two days at the Queen Elizabeth II Centre in London:

  • Wednesday, 19th February - Workshops led by nation brand leaders, available in-person only.
  • Thursday, 20th February - all-day Conference hosted as a hybrid event, with delegates able to join in-person or watch a livestream online.

The Summit will also unveil the best nations in investment, trade, talent, and tourism attraction. An Awards Ceremony on Wednesday, 19th February will celebrate the winners.

Register now to secure your place and receive updates on the agenda and speakers. Admission for the event is free. All delegates can choose between registering to join in-person on either one or both days of the Summit, or online for the all-day conference on Thursday, 20th February. Please note, spaces for the Workshops on Wednesday, 19th February are limited.

Brand Finance reserves the right to convert an in-person delegate pass to a virtual pass depending on venue capacity.

Accommodation

Recommended nearby hotels:

£ ££ £££
Premier Inn (Waterloo - Westminster Bridge)

Conrad London St. James Hotel  

The Taj 51 Buckingham Gate Suites 

Agenda

WORKSHOPS - Wednesday, 19th February
08.30 09.00 Coffee & Registration
09.00 09.15 Welcome Address
David Haigh, Chairman, Brand Finance
09.15 09.30 Opening Remarks: How Soft Power Can Drive Economic Growth
Rose Wangen-Jones, Managing Director of Marketing, Destination & Commercial, London & Partners 
09.30 10.15
The UK Soft Power Council: The UK Soft Power Council - Shaping Strategy and Global Influence
Introduction by Catriona Laing, Senior British Diplomat and Senior Responsible Officer for Soft Power at the Foreign, Commonwealth and Development Office
Followed by Panel Dicussion with:
- Sara Pantuliano, Chief Executive, ODI Global
- Dr Linda Yueh CBE, Fellow in Economics at St Edmund Hall, Oxford University, & Adjunct Professor of Economics at London Business School
- Tom Kiehl , Chief Executive, UK Music
- Moderated by David Haigh, Chairman, Brand Finance
10.15 11.00
Breakout Session: Trade Promotion
Pakistan High Commission: Khadijah - Local to Global. A Program for Women in International Trade
- Dr Samina Zehra, Economic Minister, Pakistan High Commission in London
- Dr Misbah Khatana, Founder, Khadijah Women Global Trade Network
Breakout Session: Cultural Diplomacy
Ministry of Foreign Affairs of the Republic of Poland -  Fostering Collaborations Across Borders. UK-Poland Season - Case Study.
- Henryka Mościcka-Dendys, Undersecretary of State, Ministry of Foreign Affairs of the Republic of Poland
- Olga Brzezinska, Deputy Director, Adam Mickiewicz Institute
- David Elliott, Head of International Seasons, British Council
- Paulina Latham, Head of Visual Arts & Music, Polish Cultural Institute in London
- Moderated by Konrad Jagodzinski, Place Branding Director, Brand Finance
11.00 11.30  Refreshment Break
11.30 12.15
Breakout Session: Research & Strategy
Swedish Institute: How can country image data feed into strategic communication and promotion?
- Sofia Bard, Head of Unit, Sweden Image Analysis Unit, Swedish Institute
- Cecilia Andrae, Senior Adviser, Sweden Image Analysis Unit, Swedish Institute
Breakout Session: Tourism Attraction
China National Tourist Office, London: China's Tourism and Modernization with Chinese Characteristics
- Zhang Li, Director, China National Tourist Office, London
- David Haigh, Chairman, Brand Finance
12.15 13.00
Breakout Session: Research & Strategy
Enterprise Estonia: Leveraging image surveys and AI for tailored strategy and messaging
- Kata Varblane, Director of Country Promotion, Enterprise Estonia
- Carl-Ruuben Soolep, Head of Brand Content, Country Promotion, Enterprise Estonia
Breakout Session: Tourism Attraction
VisitBritain / VisitEngland: Lights, Camera, Destination: How Film and TV Can Drive Tourism
- Patricia Yates, CEO, VisitBritain/VisitEngland
- Neil Rami, Chief Executive, West Midlands Growth Company
- Andrew van der Feltz, Global Senior Director of Business Development, Expedia

13.00 13.45 Lunch
13.45 14.00 Presentation from Thomas Kozlowski, Initiator of the Jump for the Planet Project
14:00 14.45
Breakout Session: Brand Valuation
The Link between Brand Perceptions and Economic Performance
- David Haigh, Chairman, Brand Finance
- Artur Bryzghalov,CFA, Associate Director, Brand Finance 
Breakout Session: Sports Branding
Sport and Soft Power: Harnessing Icons to Shape Nations
- Tim Ellerton, Commerical Director, British Olympic Association
- Professor Dr Grant Jarvie, Chair and Director, Academy of Sport, University of Edinburgh & Visiting Presenter, University of Toronto
- Dr Lin Sambili, Advisor for Sport Development & Peace, The Commonwealth Secretariat
-  Moderated by Scott Moore, Sports Services Senior Consultant, Brand Finance
14.45 15.30
Breakout Session: Innovation Economy  - The Role of Leading Healthcare Institutions in Championing a Nation's Innovation Credentials
- Muhannad Abdullah Kadi, Chief Corporate Communication & Marketing Officer, King Faisal Specialist Hospital & Research Center
- Mark Bohen, Chief Marketing & Communications Officer, Mass General Brigham
- Professor Andrew Taylor, Director of Innovation, Great Ormond Street Hospital
- Moderated by Hugo Hensley, Valuation Director, Brand Finance
Breakout Session: Sustainable Development
Sustainability as a Driver of Soft Power

-  Adriana Acosta Rivas, Director of Communications, Marketing and Nation Brand, essential COSTA RICA
- Ewan Topping, Senior Partnership Manager, The Ocean Cleanup
- Sarah Cook, Head of Environment Programme, UN Global Compact Network UK
- Moderated by Robert Haigh, Strategy & Sustainability Director, Brand Finance
15.30 16.00 Refreshment Break
16:00 16.45 The Summit of First Ladies & Gentlemen Global Platform: Gender Equality as the Foundation of a Modern Society - The Role of Soft Power Leaders
Introduction by Artur Bryzghalov,CFA, Associate Director, Brand Finance
Followed by a panel dicussion on how First Ladies and Gentlemen can support social change through their advocacy and initiatives
- Dr Aleš Musar, First Gentleman of Slovenia
- Mellisa Santokhi-Seenacherry, First Lady of Suriname
- Moderated by Annie Brown, Valuation Director, Brand Finance
16:45 17.00 Global Soft Power Awards with Fireside Discussion
- Alberto Groff, Minister and Deputy Head of Mission, Embassy of Switzerland 
- Moderated by David Haigh, Chairman, Brand Finance
17.00 18.00 Networking Reception
CONFERENCE - Thursday, 20th February
08.00 09.00 Breakfast & Registration
09.00 09.10 Welcome Address
09.10 09.30 Global Soft Power Index 2025 Results Presentation
David Haigh, Chairman, Brand Finance
09.30 10.00 Special Address & Fireside Discussion
- Lech Wałęsa, Former President of Poland & Nobel Peace Prize Laureate
- Moderated by Konrad Jagodzinski, Place Branding Director, Brand Finance
10.00 10.45 Panel Discussion: The Challenge of Media & Misinformation
The panel will examine the impact of propaganda, misinformation, and AI tools on public perceptions, and how traditional as well as digital media can rebuild eroded trust and challenge news bubbles to promote pluralism of opinion.
- Dr Ott Velsberg, Chief Data Officer, Ministry of Justice and Digital Affairs, Government of Estonia
- Mitali Mukherjee, Acting Director, Reuters Institute for the Study of Journalism, University of Oxford
- Dagmara Szulce, Global Managing Director, International Advertising Association
- Moderated by: Yalda Hakim, Lead World News Presenter, Sky News
10.45 11.15 Refreshment Break
11.15 12.00 Panel Discussion: The Future of Rules-Based Collaboration
The panel will look at the role of multilateral organisations and platforms in overcoming the decline of globalisation, from promoting common values, to safeguarding a rules-based international system, and facilitating action against climate change.
- Maher Nasser, Commissioner-General of the United Nations at Expo 2025 & Director, Department of Global Communications, United Nations
- Irina Bokova, Former Director-General of UNESCO
- David Landsman OBE, Senior Adviser, British Foreign Policy Group
- Moderated by: Yalda Hakim, Lead World News Presenter, Sky News
12.00 13.00 Keynote Presentation & Fireside Discussion
- John Kerry, 68th U.S. Secretary of State
- Moderated by David Haigh, Chairman, Brand Finance
13.00 14.00 Lunch
14.00 14.30 Fireside Discussion
- His Excellency Mr Omran Sharaf, Assistant Foreign Minister of Advanced Science and Technology, United Arab Emirates
- Moderated by David Haigh, Chairman, Brand Finance
14.30 15.15 Panel Discussion: Defending Global Free Trade
The panel will explore how we can revive commitment to free trade and encourage opportunities for foreign direct investment in the face of protectionism and armed conflicts disrupting supply chains and slowing the growth of the global economy.
- Dr Lourdes Casanova, Cañizares Director, Emerging Markets Institute & Senior Lecturer, Samuel Curtis Johnson Graduate School of Management, Cornell University
- Dr Parag Khanna, Founder & CEO of AlphaGeo and Bestselling Author
-  John Ferguson, Global Lead for New Globalisation, Economist Impact
- Moderated by Jay Cao, London Bureau Chief, Phoenix TV
15.15 15.45 Refreshment Break
15.45 16.15 Fireside Discussion: Soft Power in a Hard Power World
- Professor Michael Clarke, Distinguished Fellow & Former Director-General  (2007-2015), Royal United Services Institute (RUSI)
- Moderated by David Haigh, Chairman, Brand Finance
16.15 16.45 Fireside Discussion: Small Nations - Big Role in Shaping Our Common Future
- Sanna Marin, Former Prime Minister of Finland
- Moderated by David Haigh, Chairman, Brand Finance
16.45 17.00 Concluding Remarks
Professor Soumitra Dutta, Peter Moores Dean, Saïd Business School, University of Oxford

Previous Summit

19 February 2025, 09:0020 February 2025, 17:00 UK Time
In association with
International Advertising Association

The International Advertising Association is a global association that represents all areas of the marketing and communications industry.

The IAA has established itself as the "global compass" of the MARCOM industry. With our global influence, vast network, and grass roots operations, the IAA is the natural resource for the issues that confront today’s demanding and fast-changing business environment.

The IAA has established itself as the "global compass" of the MARCOM industry. With our global influence, vast network, and grass roots operations, the IAA is the natural resource for the issues that confront today’s demanding and fast-changing business environment.

International Advertising Association Website
Conrad London St. James
Conrad London St. James Website

Speakers

John Kerry
68th U.S. Secretary of State

John Kerry served as the United States’ 68th Secretary of State from 2013 to 2017. As America’s top diplomat, he guided the Department’s strategy on nuclear non-proliferation, combating radical extremism, and the threat of climate change. His tenure was marked by the successful negotiation of the Iran nuclear deal and the Paris Climate Agreement. On January 20, 2021, he was sworn in as our nation’s inaugural Special Presidential Envoy for Climate and the first-ever Principal to sit on the National Security Council entirely dedicated to climate change. President Biden announced Kerry would have a seat at every table around the world as he combats the climate crisis to meet the existential threat that we face. 

From 1985 to 2013, he served as a U.S. Senator representing Massachusetts, and was Chairman of the Senate Foreign Relations Committee from 2009 to 2013. Secretary Kerry served in the U.S. Navy, completing two combat tours of duty in Vietnam for which he received a Silver Star, a Bronze Star with Combat V, and three Purple Hearts. He received his undergraduate degree from Yale University and his law degree from Boston College Law School. 

Secretary Kerry is the best-selling author of A Call to Service, This Moment on Earth with his wife Teresa Heinz Kerry, and his 2018 memoir, Every Day Is Extra, which The New York Times described as “a bittersweet reminder of what the country once demanded of its leaders.” 

Secretary Kerry was the Democratic Party’s nominee for President of the United States in 2004. On May 3rd 2024, Secretary Kerry was awarded the Presidential Medal of Freedom in recognition of his lifelong commitment to public service. 

Sanna Marin
Former Prime Minister of Finland

Former Prime Minister & Head of Government of Finland (2019-2023) 

Sanna Marin is the Former Prime Minister of Finland (2019-2023) and the leader of the Finnish Social Democratic Party. Appointed at the age of 34, Marin served as the youngest Prime Minister of the world when taking office in 2019. In 2015, Marin was elected to Parliament on her first run, where she was a member of the Grand Committee, Legal Affairs Committee, and Environment Committee. She has also served as Chair of the Social Democratic Party since 2020. Marin’s government has been considered one of the most successful in handling the COVID-19 pandemic, especially in terms of lost lives and economical damage caused by the pandemic. Following the Russian invasion of Ukraine, Marin led her country through the most swift NATO accession process in the whole history of the alliance. Marin now specializes in topics of geopolitics, strategic autonomy, climate change, and female leadership. 

Marin has been actively engaged in politics since 2006. “Being involved and making a difference represent civil rights for me. Changing things takes commitment. The welfare state or the ground rules for working life should not be taken for granted; they are the result of hard work and determined efforts.” Environmental values are also close to Sanna Marin’s heart: “Climate change and loss of biodiversity are some of the biggest problems of our times. Addressing them takes strong political will and determination.” 

Marin made history as the longest-serving woman prime minister of Finland, leading a parliamentary coalition entirely headed by women and a majority-women cabinet. She has spoken at Davos AM23, the Lowy Institute, the Munich Security Conference, and for New York University’s 2023 Commencement, among others. In addition to the historical challenges during her leadership, Marin’s government passed many progressive reforms in Finland, including world's most ambitious climate laws aiming for carbon neutrality by 2035, family leave reform sharing paid leave with both parents equally as well as major reforms improving healthcare, education and human rights. 

Dr Parag Khanna
Leading Global Strategy Advisor
World Traveler & Best-Selling Author
  • Leading Global Strategic Advisor 
  • Best-Selling Author 
  • World Traveler 

Parag Khanna is a leading global strategy advisor, world traveler, and bestselling author. He is Founder & CEO of AlphaGeo, the leading AI-powered geospatial analytics platform. AlphaGeo's mission is to future-proof global investing in an age of rising volatility. 

Dr. Khanna is the internationally bestselling author of seven books including MOVE: Where People Are Going for a Better Future (2021), preceded by The Future is Asian: Commerce, Conflict & Culture in the 21st Century (2019), as well as a trilogy of books on the future of world order beginning with The Second World: Empires and Influence in the New Global Order (2008), followed by How to Run the World: Charting a Course to the Next Renaissance (2011), and concluding with Connectography: Mapping the Future of Global Civilization (2016). He is also the author of Technocracy in America: Rise of the Info-State (2017) and co-author of Hybrid Reality: Thriving in the Emerging Human-Technology Civilization (2012). His books have been translated into more than twenty languages. Parag was named one of Esquire’s “75 Most Influential People of the 21st Century,” and featured in WIRED magazine’s “Smart List.” 

During 2022-23, Parag was named an inaugural YPO Leadership Fellow, providing strategic guidance to numerous chapters and communities of the 30,000 member YPO global network. During the early 2010s, he served as an adviser to the US National Intelligence Council’s Global Trends program. From 2013-2018 he was a Senior Research Fellow in the Centre on Asia and Globalisation at the Lee Kuan Yew School of Public Policy at the National University of Singapore. From 2006-2015, he was a Senior Research Fellow at the New America Foundation. During 2007, he deployed to Iraq and Afghanistan as a senior geopolitical adviser to United States Special Operations Forces. From 2002-5, he was the Global Governance Fellow at the Brookings Institution; from 2000-2002, he worked at the World Economic Forum in Geneva; and from 1999-2000, he was a Research Associate at the Council on Foreign Relations in New York. 

A widely cited global intellectual, Dr. Khanna provides regular commentaries for international media. His 2008 cover essay for the New York Times Magazine titled “Waving Goodbye to Hegemony,” is one of the most globally debated and influential essays since the end of the Cold War. Khanna’s essays, reportage, and columns have appeared in major international publications such as the New York Times, Wall Street Journal, Financial Times, Washington Post, Harvard Business Review, National Geographic, TIME, Foreign Affairs, Scientific American, Popular Science, Axios, Forbes, The Atlantic, Quartz, Foreign Policy, Noema, Harper’s, BusinessWeek, The Guardian, The National Interest, McKinsey Quarterly, The American Interest, Global Policy, Stratfor, Esquire, Slate.com, and Die Zeit.  

Dr. Khanna also appears frequently in media around the world such as CNN, BBC, CNBC, Bloomberg, Al Jazeera and other broadcasters. In 2010, he became the first video-blogger for ForeignPolicy.com and from 2010-12, co-authored the Hybrid Reality blog on BigThink. From 2008-9, Parag was the host of “InnerView” on MTV. He was a consultant to the National Geographic series Origins. Khanna spoke at TED in 2016, TED Global 2009, was a guest host of TED Global 2012, and lead speaker at TEDxGateway in 2018. His TED talks have been viewed more than three million times. The maps customized for Dr. Khanna’s books have been displayed in numerous prestigious international art exhibitions. 

Parag lectures frequently at international conferences and gives tailored briefings to government leaders and corporate executives on global trends and scenarios, systemic risks and technological disruptions, and market entry strategies and economic master planning. He has provided expertise to many governments including the US, Canada, Brazil, Argentina, UK, Germany, Switzerland, the Netherlands, Norway, Finland, Italy, Estonia, Russia, Azerbaijan, Kazakhstan, the United Arab Emirates, Saudi Arabia, Oman, Qatar, Japan, India, Australia, South Korea, Pakistan, Indonesia, the Philippines, Mongolia, Bhutan, Chile, Malta, and numerous others. In 2016, he served on the Singapore government's Committee on the Future Economy and currently sits on the UAE Ministry of Economy's International Advisory Council. He also currently serves as a senior advisor to Gulf Capital, sits on the board of directors of the Out of Eden Walk, and as a member of the advisory board of Henley & Partners and previously on the Innovation Advisory Board of DBS Bank and Globality. 

Dr. Khanna holds a PhD in international relations from the London School of Economics, and Bachelors and Masters degrees from the School of Foreign Service at Georgetown University. In 2017, he was awarded a Richard von Weizsaecker fellowship at the Robert Bosch Academy. He has been a Senior Fellow of the Singapore Institute of International Affairs, Visiting Fellow at LSE IDEAS, Senior Fellow at the European Council on Foreign Relations, Distinguished Visitor at the Munk School of Global Affairs at the University of Toronto, Distinguished Visitor at the American Academy in Berlin, Next Generation Fellow of the American Assembly, Visiting Fellow at the Lee Kuan Yew School of Public Policy, Non-Resident Associate of the Institute for the Study of Diplomacy at Georgetown University, and a Visiting Fellow at the Observer Research Foundation in New Delhi. He has received grants from the United Nations Foundation, Smith Richardson Foundation, and Ford Foundation. 

Born in India, Parag grew up in the United Arab Emirates, New York, and Germany. He is an accomplished adventurer who has traveled to more than 150 countries on all continents. Some of his lengthy journeys include driving from the Baltic Sea through the Balkans and across Turkey and the Caucasus to the Caspian Sea, across the rugged terrain of Tibet and Xinjiang provinces in western China, and ten thousand kilometers from London to Ulaanbaatar in the Mongolia Charity Rally. He has climbed numerous 20,000-foot plus peaks, and trekked in the Alps, Himalayas, and Tien Shan mountain ranges. Parag is also a competitive tennis player. 

Parag has been honored as a Young Global Leader of the World Economic Forum and has served on the WEF’s Global Future Council on Mobility, Global Agenda Council on Geoeconomics, and advisory board of its Future of Urban Development Initiative. He also serves on the board of trustees of the New Cities Foundation, Council of the American Geographical Society, and advisory board of Independent Diplomat. He is a member of the Council on Foreign Relations, International Institute for Strategic Studies, and a Fellow of the Royal Geographical Society. In 2002, he was awarded the OECD Future Leaders Prize. He speaks German, Hindi, French, Spanish and basic Arabic. 

Maher Nasser
Commissioner-General of the United Nations at Expo 2025 & Director, Department of Global Communications
United Nations

Maher Nasser has over 36 years of work experience in the United Nations System during which he has worked in Amman, Cairo, Dubai, Gaza, New York and Vienna. He is currently the Director of Outreach in the United Nations Department of Global Communications. Maher leads the Department’s engagement with civil society, academia, sports / football and the creative community, including the advertising industry and was recently appointed as the Commissioner-General of the United Nations at Expo 2025 in Osaka, Kansai, Japan. Maher Nasser is a reluctant runner and is married with three grown children.

Lech Wałęsa
Former President of Poland
& Nobel Peace Prize Laureate

Lech Wałęsa (born September 29, 1943, Popowo, near Włocławek, Poland) is a labour activist who helped form and led (1980–90) communist Poland’s first independent trade union, Solidarity. The charismatic leader of millions of Polish workers, he went on to become the president of Poland (1990–95). He received the Nobel Prize for Peace in 1983.

Professor Soumitra Dutta
Peter Moores Dean, Saïd Business School, University of Oxford

Soumitra Dutta has been Dean of Saïd Business School at the University of Oxford since June 2022. Previously he was the founding Dean of the Cornell SC Johnson College of Business at Cornell University. He is the President of Portulans Institute, Chair of the Board of the Global Business School Network and member of the Global Board of Dassault Systemes.

Professor Dutta is an authority on innovation in the global knowledge economy. He is the co-editor and founder of the Network Readiness Index, published by Portulans Institute and the Global Innovation Index, published by the WIPO.

Professor Dutta received a B. Tech. in electrical engineering and computer science from the Indian Institute of Technology (IIT), Delhi a MS in both business administration and computer science, and a PhD in computer science from the University of California at Berkeley. In 2017 he was awarded the Distinguished Alumnus from his alma mater IIT Delhi.

Dr Lourdes Casanova
Cañizares Director, Emerging Markets Institute & Senior Lecturer, Samuel Curtis Johnson Graduate School of Management, Cornell University

Lourdes Casanova is the Gail and Roberto Cañizares Director of the Emerging Markets Institute and senior lecturer at the Samuel Curtis Johnson Graduate School of Management at Cornell University. Formerly of the strategy department at INSEAD, she specializes in international business with a focus on Emerging Markets and multinationals from emerging markets.

In 2014 and 2015, Casanova was named as one of the 50 most influential Iberoamerican intellectuals by Esglobal. She is a member of the board of directors of Boyce Thompson Institute.

Casanova is a Fulbright Scholar who holds a PhD from Universidad de Barcelona and MA from the University of Southern California.

Aleš Musar
First Gentleman of Slovenia

Dr Aleš Musar was born on 16 July 1965 in Ljubljana. In 1991 he graduated in chemistry from the Faculty of Natural Sciences and Technology of the University of Ljubljana, where he also worked as a young researcher and assistant to Professor Dr Aleksandra Kornhauser Frazer. Under her mentorship, he earned his master’s degree in Scientific and Technical Informatics in 1994. In 1999 he defended his PhD thesis at Lancaster University Management School (UK). Also in the UK, he earned a PhD degree in 2000, which was officially recognised at the University of Ljubljana in 2001. In 2003, he was tenured as an assistant professor at the University of Ljubljana.

During his time at the university, Musar worked on various projects for UNESCO, EBRD, UNDP, US EPA and the World Bank, where he was also employed in 1993. In 2000, he joined Aktiva Group, where he managed various projects and was involved in setting up and managing venture capital funds. In 2003, he and his partners founded the S.T. Hammer Group, within which he had a number of responsibilities in the management and control of the group’s companies. He was a member of supervisory boards and boards of directors of investment and production companies in Slovenia, Belgium, the USA, Bosnia and Herzegovina, and Montenegro.

In 2016, after ending his work in the S.T. Hammer Group, Musar bought at auction the cultural monument Russian Dacha in Zgornje Gameljne near Ljubljana, which was in need of major renovation. After being left abandoned and decaying for more than a decade, this beautiful building has regained its glowing appearance of 1908. Today, the villa again appears in the colours it proudly displayed before the First World War. The renovation was carried out in accordance with the conservation plan in cooperation with and under the supervision of the Institute for the Protection of Cultural Heritage. The complete renovation of the Russian Dacha, which Musar carried out together with the conservator in charge, Damjana Pediček Terseglav, and the chief conservator, Jože Drešar, brought him the 2020 Stele Prize awarded by the Slovenian Conservation Society.

Aleš Musar is now focusing on the development of the Russian Dacha, redeveloping the villa’s wider surroundings to create a cultural hub on the outskirts of Ljubljana. As the spouse of the President of Slovenia, he will also be involved in projects to protect and promote Slovenia’s cultural heritage both at home and abroad.

Mellisa Santokhi-Seenacherry
First Lady of Suriname

Life and education:

First Lady Mellisa is a distinguished lawyer and passionate advocate, who has dedicated her life to the pursuit of justice, gender equality, and mental health awareness. Born in Nickerie, Suriname, into a family that valued education and social responsibility, madam Mellisa’s journey reflects a commitment to making a positive impact on society. She displayed an early interest in the legal field. Her academic journey began with a focus on law, driven by a deep-seated belief in the power of justice to transform communities. After completing her law degree, she pursued further studies to qualify as a judge, aiming to contribute to a fair and equitable legal system.

In July 2020, madam Mellisa’s life took an unexpected turn when her husband assumed the highest office in Suriname as the president of the Republic. This pivotal moment presented her with a unique platform to amplify her advocacy for gender equality and mental health.

Mental health advocacy:

Recognizing the pressing need for mental health awareness, madam Mellisa has been a driving force behind initiatives aimed at destigmatizing mental health issues. She collaborates with organizations focused on mental health, education and community development. In 2020, during the pandemic and in collaboration with UNICEF, madam Mellisa started the program ‘How We Feel’. The program supports young people in talking about their feelings freely. Her efforts have helped raise awareness about the importance of mental health, by implementing mindfulness and mindfulness exercises in schools and the need for teaching tools and making support systems accessible.

 

Community engagement & international collaborations:

Madam Mellisa actively engages with local communities to better understand their needs and concerns. This grassroots approach informs her advocacy work, ensuring that her initiatives address the real challenges faced by the people of Suriname. One of those projects is ‘Prani Yu Dyari’ (Grow your own Vegetables). The main goal of this project is to grow their own veggies, thus ensuring food security.

Furthermore, her advocacy extends beyond Suriname’s borders, as she actively participates in international forums and collaborations. Her engagements with global organizations and leaders contribute to the exchange of ideas and the best practices, fostering a collaborative approach to addressing issues of gender, and good (mental) health and environment on a global scale.

Challenges faced:

Madam Mellisa has not been immune to challenges in her journey. Navigating the intersection of public life, legal responsibilities, and advocacy work has presented its share of difficulties. However, her resilience, in conjunction with a genuine passion for her causes, has allowed her to overcome obstacles and continue making a positive impact.

SCLAN Vice-Chairmanship and chairmanship:

Madam Mellisa served as the Vice-Chair of the SCLAN (Spouses of CARICOM Leaders Action Network) from January 2022 till December 2023 and will serve as Chair of SCLAN from January 2024 till December 2025. In this capacity, she collaborates with other first ladies and spouses of Caribbean leaders to address regional challenges, promote social development, and advance the well-being of the people in the Caribbean community.

UN Advisory Board on Zero Waste Management:

Demonstrating her dedication to environmental sustainability, Madam Mellisa was recently appointed by the Secretary-General of the United Nations as a member of the Advisory Board on Zero Waste Management. This appointment highlights her commitment to finding innovative solutions to global environmental challenges and contributing to the international discourse of sustainable practices.

Engagement with Amazon Watch Magazine Organization:

Madam Mellisa’s advocacy work has garnered attention from international platforms, including the Amazon Watch Magazine Organization. In a recent interview, she shared insights into her passion for justice, gender equality, and mental health, further amplifying her massage on a global scale.

Digital presence

Madam Mellisa Santokhi actively engages with the public through various digital platforms. She can be followed on Facebook, YouTube, Twitter, LinkedIn, and her official website, www.mellisaseenacherry.com. These platforms serve as channels for sharing updates on her initiatives, connecting with supporters, and spreading awareness about the causes close to her heart.

Future aspirations:

Looking ahead, she envisions a Suriname where (justice is accessible to all), gender equality is ingrained in societal norms, a sustainable environment and good (mental) health is prioritized. Her future endeavors include expanding the reach of her initiatives, collaborating with new partners, and inspiring the next generation of changemakers.

Irina Bokova
Former Director-General of UNESCO

Irina Bokova, born in Sofia (Bulgaria), has been two terms the Director-General of UNESCO from 2009 to 2017.

As Director-General of UNESCO, Irina Bokova was actively engaged in the adoption of UN Agenda 2030 for Sustainable Development, particularly Goal 4 on inclusive and quality education, promoting the role of culture and the protection of the world’s cultural heritage, as well as advocating for the critical role of science for sustainable development.

She was particularly active in promoting intercultural dialogue, mutual respect and cultural diversity, defending cultural heritage in conflict in Mali, Syria and Iraq and in denouncing extremists’ destruction of heritage as a tool of war, which lead to the adoption by the UN Security Council of several land mark resolutions on the link between maintaining peace, security and the protection of cultural heritage.

She has received state distinctions from more than 40 countries and is Doctor honoris causa of leading universities across the world, such as King’s College and University of Edinburgh, UK, University of Geneva, Switzerland, Paris-Saclay, France, Boston University, US, Catholic University of Milan, Italy, Tonji University, China, Kyung-Hee University, Republic of Korea, among others.

In 2016 Irina Bokova received the World Wild Life’s Duke of Edinburgh Conservation award for her contribution to environmental conservation and climate action and advancing sustainable development.

In 2016 she was on the Forbes list of the most influential women.

In 2020, she was elected International Honorary Member of the American Academy of Arts and Sciences and in 2021 - Honorary Fellow of the World Academy of Arts and Sciences (WAAS).

In 2022 she was elected Patron of the International Science Council (ISC).

Currently, she is Chair of the Governing Council of the UN University of Peace, Costa Rica, Member of the Board of “Ban Ki Moon Centre for Global Citizens”, Member of the Leadership Council of the Sustainable Development Solutions Network (SDSN), New York, Chair of the Board of Democracy and Culture Foundation, Co-Founder of Global Women Leaders (GLW), Madrid, lecturer on cultural diplomacy and sustainability, Paris School of International Affairs (PSIA) at SciencesPo, among other activities.

Jay Cao
London Bureau Chief, Phoenix TV

Jay Cao joined Phoenix Satellite TV in 2004 after graduating from University of Leeds with MA Communication Studies and has been the London Bureau Chief of Phoenix Satellite TV's Info News Channel since 2012. In his time at Phoenix Satellite TV, Jay has not only covered news stories in the UK and the EU countries but reported in a range of locations around the world, spanning from the Middle East, Africa, Ukraine, Cuba, the Falkland Islands and more. To date, Jay has covered the Middle East conflicts, Russia-Ukraine War, the passing of Queen Elizabeth II and Nelson Mandela, UK-China relations, US-Cuba relations, the UK EU Referendum and the following changes in UK Government, including the appointment of Theresa May, Boris Johnson, Liz Truss and Rishi Sunak as UK Prime Minister.

The interviews conducted by Jay have included China’s former Prime Minister Li Keqiang and then deputy Prime Minister Liu He, Boris Johnson and David Cameron, during their time as UK Prime Minister and Foreign Secretary, Henry Kissinger, the former US Secretary of State, Federico Lombardi, spokesman for Pope Francis and his predecessor, Benedict XVI until 2016, and Julian Assange, Editor-in-Chief of WikiLeaks.

In the field of business and economic reporting, Jay has been responsible for the live coverage of the World Economic Forum in Davos for more than 10 years, tracking the Sino-US and Sino-EU trade negotiations over the years. The business leaders he has interviewed include the CEOs of Volvo Car Corporation and Rolls-Royce Motor Cars, senior management representatives of Chinese companies including Wuliangye, Yili Group, Gree Global, and Huawei, and Nobel Prize in Economics judges and some winners including Joseph Eugene Stiglitz.

Thomas Kozlowski
Initiator of the JUMP FOR THE PLANET Project
  • Initiator of JUMP FOR THE PLANET Project – in 2025/26 he will skydive from “the edge of space” (148,000 ft / 45km) to draw the world's attention to the fate of climate refugees,
  • Skydiver, tandem-instructor (3,000+jumps) – in December 2014, he completed the highest skydive jump in Europe (over 36,000 ft) after being raised to the stratosphere on a hot air balloon.
  • On June 21, 2017, he jumped 50 times in one day. Each jump was dedicated to a person with particular problem (cancer, brain tumor, etc.). By this Project he collected over 50.000 EUR for charity purposes, for which he received the award of CHARITY HERO). A year later, he completed 100 jumps in 9 hours, raising $150.000 to finance the purchase of specialized wheelchairs for handicapped children in need of them.
  • Advisory Board Member of THE CENTER FOR PLANETARY IDENTITY.
  • Specialist in diagnosing teams and leadership. Specialist for Crisis Intervention. Works in Poland and New Zealand (over 1 year) in TEAM BUILDING projects.
  • Motivational speaker and experienced coach. Psychologist, consultant.
  • Author of the book entitled “The story of a thousand fears”.
  • Conducts training courses taking into account the multicultural aspects (e.g. for Officers of the NATO Multinational Corps – 2011).
  • (1995-2012) Mountain Rescuer (instructor of mountain rescue). Ski instructor. Instructor during training of the Polish Military, Police and Special Forces. Certified qualified first aid rescuer.
  • Completed courses in the scope of critical intervention, psychological support in critical situations as well as psychological and social aid in mass traumatic events.
  • At the request of the Ministry of the Interior and Administration, he provided psychological aid to refugees from Lebanon in July 2006.
  • Author of publications on health psychology and issues related to the human factor in mountain accidents.
  • For more than a dozen years invited as an expert to the main television stations.

Before 2009

  • Member of a task force for psychological support of rescue services and organizations of the Department of Critical Management and Defensive Matters of the Ministry of the Interior and Administration. Member of the Polish Association of Research on Traumatic Stress.
  • Psychologist of the Polish Medical Mission. Vice President of the Management Board of the Association of Critical Intervention.
Website
Ott Velsberg
Chief Data Officer, Ministry of Justice and Digital Affairs, Government of Estonia

Dr. Ott Velsberg holds a PhD in Informatics from Umea University, where his research has concentrated on the Internet of Things and data-driven decision-making within the public sector. He assumed the role of Estonia's Chief Data Officer in 2018, overseeing the development and implementation of the nation's data policy. He serves as a key figure, leading policies on digital innovation and data utilization.

As the Estonia’s Chief Data Officer, Velsberg has played a pivotal role in advancing the nations digital transformation strategy. His visionary leadership and expertise have revolutionized the country’s operations, leveraging AI and analytics for promising results.

One example is the machine learning project, Burokratt, which reimagines bureaucratic processes with automated workflows, intelligent decision-making systems, and innovative governance models. Burokratt showcases Estonia's commitment to applying technology-driven approaches to enrich its citizens' lives, and establish more streamlined communication with its policy makers.

Velsberg has also championed projects on open data, AI, and innovation, advocating for evidence-based policies and fostering breakthroughs across multiple sectors.

With his deep understanding of technology and commitment to leveraging data for societal benefit, Ott Velsberg remains at the forefront of digital revolution, earning a well-deserved reputation in public service and digital innovation.

Mitali Mukherjee
Acting Director, Reuters Institute for the Study of Journalism, University of Oxford

Mitali Mukherjee is currently the Acting Director and Director of Journalist Programmes at the Reuters Institute for the Study of Journalism, University of Oxford. She is a political economy journalist with more than two decades of experience in TV, print and digital news and also has a keen focus on gender and on climate. She is a Research Fellow at Green Templeton College, a 2020 Chevening Fellow, and 2022 Visting Fellow at Wolfson College, Oxford University. 

Dagmara Szulce
Global Managing Director
IAA Global

Dagmara joined the International Advertising Association (IAA) in 2017 as the Global Executive Director in charge of overseeing the IAA business across 56 countries. As a global leader in the marketing and communications industry, she believes social and environmental responsibility are as important as profit. She has used this belief system to transform the IAA brand and it's culture over the last 4 years.

Prior to joining IAA, Dagmara was the President and Founder of Dagmara Szulce LLC, a marketing services consultancy focused on partnering with CMOs and CEOs in the luxury, fashion, beauty, real estate and private equity sectors to build purpose-driven brands.

Dagmara has a 22 year track record building & transforming category leading brands globally and in the US.  She has unique expertise in crafting living brand ecosystems with a key objective of igniting ongoing consumer desire and irrational loyalty. Her Clients included: P&G, Unilever, Pfizer, Frederic Fekkai, Nespresso, Estee Lauder, Ralph Lauren, Taylor Swift Fragrance, The Diamond Trading Company/DeBeers, Steinway & Sons, The Corcoran Real Estate Group, Roberta Roller Rabbit.

She is a board member at ACT Responsible, MBA teacher at Baruch College, speaker and advisor to CMOs/CEOs.

Website
Cecilia Andrae
Senior Adviser, Sweden Image Analysis Unit, Swedish Institute

Cecilia Andrae is Senior Adviser at the Swedish Institute. Her responsibility is to follow and analyse Sweden’s international image and brand, including perception studies and media analysis. She is also responsible for providing insights to Swedish actors working with the promotion and communication about Sweden abroad.

Prior to joining the Swedish Institute her career included several years at another Swedish public agency, work at Swedish companies in Sweden as well as abroad, and research at Uppsala university, from where she holds a Master’s degree in Political Science and East European studies.

Zhang Li
Director of China National Tourist Office, London

An MPA graduate and Mason Fellow from the Harvard Kennedy School, Harvard University, with 30 years of experience conducting cross-border programs and fostering people-to-people exchanges at the central government level in China. Currently the director of CNTO London. Passionate about sustainable development and social responsibility research.

Rose Wangen-Jones
Managing Director, Marketing, Destination & Commercial
London & Partners

Rose Wangen-Jones is the Managing Director, Marketing, Destination & Commercial at London & Partners, the growth agency for London. Working with the Mayor of London and a network of partners and stakeholders, she promotes London as a leading world city in which to invest, work and visit. London & Partners are behind successful campaigns and programmes such as the Let’s Do London campaign, attracting domestic and international visitors to London, the Grow Summit, the UK’s leading scale up Summit that brings together founders in the tech ecosystem, and the Innovation Fellowship, an executive innovation programme, sharing best practice in open innovation.

In 2022, she launched the London 2030 Tourism Vision and, in 2023, London’s Visitor Experience Strategy, aligning the tourism sector behind a common vision for London as a world class destination. Most recently, the team is supporting the development of the London Growth Plan, which highlights the importance of key sectors and places in fostering resilient, sustainable and inclusive economic growth for London. 

Dr Samina Zehra
Economic Minister, Pakistan High Commission in London

A champion of economic development through governance reforms, Dr. Samina Zehra’s experience in public policy spans around 30 years. Currently serving as Economic Minister at Pakistan High Commission London, she has been able to generate concrete investment outcomes for the country along with improvement in Pakistan’s image as an investment-friendly country. She has held several influential roles, including Head of UNDP's governance program for Pakistan, Director General National Institute of Management, and Secretary Institutional Reforms Cell at the Prime Minister's Office. She has designed and implemented transformative policies for enabling women’s economic empowerment, skill and technology transfer to least developed areas of Pakistan and helping entrepreneurs in scaling up their businesses. She specializes in international trade and economic diplomacy, with a PhD in International Trade in Services from the University of Southampton and an LLM in International Trade Law from the University of Sussex. She is a regular contributor to national journals on public policy issues, and is working on a book about the future of international services trade.

John Ferguson
Global Lead for New Globalisation, Economist Impact

John leads the research on New Globalisation at Economist Impact. In this role, he spearheads and develops comprehensive studies on trade, geopolitics, technology, finance, and economics. As the global economy is being transformed by the unprecedented convergence of shifting geopolitics, climate change, and an AI-driven industrial revolution, John’s research provides clients with crucial insights to navigate these structural shifts. His work is instrumental in guiding conversations towards global progress and helping clients adapt to an evolving economic landscape.

A frequent public speaker, his delivery style helps to provide context to many global issues in an insightful and accessible way, supported by his 15 years in policy and economic analysis.

At The EIU, he was Director of Country Analysis and Global Forecasting, responsible for guiding the economic and geopolitical analysis of the global economy. John holds a Master’s degree in International Economics from Sussex University, where he specialised in macroeconomics and trade, and an Honours degree in Psychology from the Australian National University.

Catriona Liang CB
Senior British Diplomat and Senior Responsible Officer for Soft Power at the Foreign, Commonwealth and Development Office

Senior British diplomat and Senior Responsible Officer for Soft Power at the Foreign, Commonwealth and Development Office.

Catriona began her career as a development economist with the UK government, specialising in global economic issues such as trade, investment, and energy. She served as the UK alternate director at the European Investment Bank and as one of two deputies in Tony Blair’s Strategy Unit, leading the ‘Countries at Risk of Instability" project, which resulted in the early warning system the UK government uses to identify and manage risk.

At the Foreign Office, Catriona led the Helmand Provincial Reconstruction Team in Afghanistan and then served as British Ambassador to Zimbabwe. She was the British High Commissioner to Nigeria until 2023.

After her tenure in Nigeria, Catriona took a leave of absence to run the United Nations Mission in Somalia, one of the UN’s most complex and largest missions, with 4,000 personnel.

She is now back in the UK, leading a project for the Foreign Secretary and the Secretary of State for Culture, Media and Sport, focusing on harnessing the UK’s soft power assets to support its foreign policy objectives.

Catriona was awarded the Companion of the Order of the Bath (CB) in the 2012 New Year Honours for her distinguished service, particularly in her role as the Director of Human Rights and International at the Ministry of Justice from 2009 to 2012.

Tom Kiehl
Chief Executive, UK Music

Tom is a leader in music and creative industries policy, strategy and campaigns. 

Tom has spearheaded UK Music’s engagement with political leaders in the run up to the 2024 General Election and has worked in Parliament, with Government and across public affairs for over two decades. 

Tom was an architect of the Live Music Act, designed to deregulate live music performance from entertainment licensing, and navigated its passage through Parliament while working in the House of Lords. 

At UK Music, Tom subsequently coordinated the successful Parliamentary campaign to introduce the agent of change principle to protect music venues. Most recently, he has taken a leading role in responding to challenges presented by the pandemic, the impact of leaving the EU and the growth of AI. 

Tom has also played a key role in major debates on copyright policy. This includes campaigning to support music rights in the Copyright Directive and organising a successful industry wide judicial review of Coalition Government plans to introduce an exception to copyright for private copying without fair compensation. 

Tom joined UK Music in 2012 as Director of Government and Public Affairs. Prior to this, Tom worked in the Houses of Parliament for 11 years as an advisor and researcher in a Whips Office in both Government and Opposition. 

In 2018 Tom was promoted to the role of Deputy CEO and Director of Public Affairs. In this role, Tom retained oversight of all public affairs work at UK Music, as well as research, policy, skills and education work-streams and budgets. 

He took on the role of acting CEO at UK Music between January-September 2020 before returning to the role of Deputy CEO and Director of Public Affairs. He then again took on the role of Interim Chief Executive of UK Music in September 2023 and was appointed UK Music’s new Chief Executive in June 2024. 

Sara Pantuliano
Chief Executive, ODI Global

Sara is Chief Executive at ODI Global, where she was previously Managing Director.

She has been appointed by the UN Secretary-General as an Independent Eminent Person for the 2025 peacebuilding architecture review, and earlier served as the Chair of his Seventh Advisory Group of the UN Peacebuilding Fund. She is a member of the High-Level Group on Humanitarian and Resilience Investing Initiative of the World Economic Forum (WEF), Managing Editor of Disasters journal, a trustee of the boards of Muslim Aid and the Centre for Disaster Philanthropy, and Chair of British Fencing.

She has led a high-profile UN response in Sudan’s Nuba Mountains, acted as an observer at the IGAD Sudan peace process and lectured at the University of Dar es Salaam. Sara has served on a range of executive and advisory boards, including The New Humanitarian, SOS Sahel, Oxford University’s Refugee Studies Centre, the UN Association of the UK and UNFPA’s ICPD25 High-Level Commission.

She holds a doctorate in Politics and International Studies from the University of Leeds and has written extensively on conflict and humanitarian affairs. She was made a Companion of the Most Distinguished Order of St Michael and St George (CMG) for services to peacebuilding, humanitarian assistance and international development.

She is the creator and host of ODI’s flagship podcast ‘Think Change’.

Dr Linda Yueh CBE
Fellow in Economics at St Edmund Hall, Oxford University, & Adjunct Professor of Economics at London Business School

Dr Linda Yueh CBE is Fellow in Economics at St Edmund Hall, Oxford University, and Adjunct Professor of Economics at London Business School. She is an Associate Fellow at Chatham House of the U.S. and the Americas Programme. She is a Member of the UK Soft Power Council.

She is Executive Chair of the Royal Commonwealth Society and a Trustee of the Fidelity UK and International Foundations. She is Chair of Baillie Gifford's The Schiehallion Fund Ltd and Non-Executive Director of Rentokil Initial plc, SEGRO plc and Standard Chartered plc.

Dr Yueh has written/edited 11 books. Her latest book is The Great Crashes: Lessons from Global Crashes and How to Prevent Them, selected as the Best New Economics Books by the Financial Times. Her previous book, The Great Economists: How Their Ideas Can Help Us Today, was The Times’s Best Business Books of the Year, and Newsweek magazine’s Best Books of the Year.

Dr Misbah Khatana
Founder, Khadijah Women Global Trade Network

A leader of transformative initiatives in policy and program development, digital transformation, and gender equality, Dr. Misbah Khatana is a dedicated public servant with over 27 years in Pakistan’s Civil Service. As part of the Customs Service, she spearheaded the Communications and Change Management Departments at the Pakistan Single Window (PSW) and created and established the award-winning “Khadijah Women Entrepreneurship Program,” recognized by the World Trade Organization (WTO) with the “International Prize for Gender Equality in Trade”. She is a key contributor to the “National Women Entrepreneurship Policy and Action Plan” for Pakistan, including policy development and evaluation and a member of Joint Investment Initiative on Trade and Gender Pakistan for WTO. Alongside running the Khadijah Program, she is designing “Trade Lab,” a digital training portal for international trade and developing a communications department for the Customs Service. An accomplished academic, her research on labor markets earned the United Kingdom Royal Geographic Society’s “Thesis of the Year 2020” Award. She has taught at Cornell University (NY), teaches at the University of Cambridge (UK) and is also a writer and director of theatre and screenplays, videos and documentary films. Misbah holds multiple advanced degrees, including Masters in Public Affairs and Masters in Industrial Labour Relations from Cornell University and a PhD from the University of Cambridge.

Muhannad Kadi
Chief Corporate Communications & Marketing Officer
King Faisal Specialist Hospital & Research Center

Muhannad Abdullah Kadi is the chief corporate communications and marketing officer at King Faisal Specialist Hospital and Research Center.

Over the past year, he has utilized his experience and expertise to strengthen the KFSH&RC brand to rank 20th amongst the top global hospitals in 2023.

Kadi is a specialist in brand building with more than 15 years of experience, during which he developed and presented creative strategies to many international companies in various sectors, including healthcare, financial services, information technology, communications, fast-moving consumer goods trade, real estate, tourism, energy and education.

Prior to joining KFSH&RC, Kadi worked at Mobily for three years to become senior vice president of corporate brand and communication, where he was involved in increasing the brand’s financial value by 45 percent and leading it to become the 7th most valuable brand in Saudi Arabia.

Before joining Mobily, Kadi held several positions, starting his career at multinational advertising agencies Drive Dentsu and Grey Worldwide, with a proven track record of achievements and international awards in building brands and advertising campaigns, respectively.

He then joined stc as a group brands management director, where he continued to build his extensive experience in product marketing, blending digital and traditional channels and raising the market value of brands.

Kadi holds a bachelor’s degree in marketing from King Fahd University of Petroleum and Minerals.

Professor Andrew Taylor
Director of Innovation, Great Ormond Street Hospital

Andrew has worked at UCL and GOSH for nearly 20 years. He is an expert in cardiovascular imaging and has established the Centre for Cardiovascular MR at UCL & GOSH. Andrew has developed innovative ways for imaging children, been at the forefront of bringing percutaneous valve implantation devices into clinical practice and pioneered the development of 3D printing and Virtual Reality (VR) in heart disease for clinicians, patients and teaching.

In January 2021, Andrew became the Director of Innovation at GOSH to develop the Data, Research, Innovation & Virtual Environments (DRIVE) unit, the Cell & Gene Therapy manufacturing facility, and create a new Paediatric Innovation hub.

Mark Bohen
Chief Marketing and Communications Officer
Mass General Brigham

Mark Bohen is the Chief Marketing and Communications Officer at Mass General Brigham, a leading academic healthcare system in Boston, United States. Over the past four years, he has built a world-class marketing and communications organization under a new system brand, supported by the outstanding research, clinical care, innovations, and education taking place throughout the Mass General Brigham system.

Mark has brought classical marketing principles, science and discipline to all marketing and communications functions, including brand management, data analytics, consumer research and insights, digital/social, service line and hospital marketing, marketing strategy, and internal and external system-wide communications.

Prior to joining Mass General Brigham in September 2020, Mark spent four years at Beaumont Health, the largest health system in Michigan, where he led all marketing and communications strategies and tactics. Previously, Mark was the Senior Vice President of Marketing and Innovation at Assurant, Inc., and he spent more than 10 years in the consumer-packaged goods industry, including time at Nabisco where he worked on some of the world’s best-known brands like Oreos and Ritz crackers.

Mark earned his BA in Marketing from Syracuse University and his MBA from Duke University.

Professor Dr Grant Jarvie
Chair and Director, Academy of Sport, University of Edinburgh & Visiting Professor, University of Toronto

Grant Jarvie is Professor with the University of Edinburgh and The University of Toronto.

Formerly University Acting President Grant is founding Director of the Academy of Sport- an international think tank serving the sports industry.

Grant is a member of the UK Soft Power Group continues to work with the Commonwealth Secretariat and recently co-hosted, with the Australian and UK Governments, the first bi-lateral sports diplomacy symposia in Edinburgh.

He is currently a Director of Motherwell Football Club having worked with a number of international football brands including FC Barcelona.

Sofia Bard
Head of Unit, Sweden Image Analysis Unit, Swedish Institute

 Sofia Bard is head of Image of Sweden analysis unit at the Swedish Institute. She is an expert on how Sweden is perceived and portrayed in other countries and is responsible for the daily monitoring and analysis of the image of Sweden. A particular focus is on identifying and countering misinformation that affects Sweden's international reputation.  

Sofia Bard is a political scientist with a focus on public policy and organization from Stockholm University and has solid experience in government governance. She is a frequent speaker at both Swedish and international conferences and is regularly interviewed about Sweden's image in the news media. 

Alberto Groff
Minister and Deputy Head of Mission, Embassy of Switzerland in the UK

Mr Alberto Groff was appointed to the post of Minister and Deputy Head of Mission at the Embassy of Switzerland in the United Kingdom in December 2024. He is Head of the Political, Legal and Communications Department at the Embassy and also supervises the Economic, Finance, Science and Innovation Department.

Mr Groff began his professional career as a Consultant at The World Bank in Washington D.C. before joining the Federal Department of Foreign Affairs (FDFA) in Bern. Following postings in Manila and Bern he held the position of Counsellor for Economics and Finance at the Embassy of Switzerland in Tokyo from 2005 to 2009.

In 2009 he was transferred to Vienna as the Alternate Permanent Representative of Switzerland to the United Nations and International Organizations. In 2013 he returned to Bern as Head of Switzerland’s Representation in International Organizations at the FDFA. From 2017 to 2021 he was Head of the Division for Economics, Finance and Science at the Embassy of Switzerland in Moscow.From 2021 until his posting to London, he was Deputy Head of Mission at the Embassy of Switzerland in Islamabad, where he served as ‘Special Envoy of Switzerland to Afghanistan’ and contributed to the reopening of a Swiss representation in Kabul.

Mr Groff holds the degrees of Master of Science in Foreign Service from Georgetown University, Honours in International Business Diplomacy, Washington D.C., and Master of Arts in Economics from Zurich University.Mr Groff speaks English, German, French, Italian, Russian and Japanese. He is married with no children.

Michael Clarke
Distinguished Fellow & Former Director-General, Royal United Services Institute (RUSI)

Professor Michael Clarke was Director-General of the Royal United Services Institute (RUSI) from 2007 to 2015 when he retired from that role. Until 2001 he was Deputy Vice-Principal and Director for Research Development at King’s College London, where he remains a Visiting Professor of Defence Studies. From 1990 to 2001 he was the founding Director of the Centre for Defence Studies at King’s. He was appointed Professor in 1995. He is now a Fellow of King’s College London and of the Universities of Aberystwyth and of Exeter, where he is also Associate Director of the Strategic Studies Institute.

He has previously taught at the Universities of Aberystwyth, Manchester and Newcastle-upon-Tyne, and also at the University of New Brunswick and the Open University. He has been a Guest Fellow at the Brookings Institution, Washington DC, and a Fellow in Foreign Policy Studies at the Royal Institute of International Affairs (Chatham House) in London.

He has been a specialist adviser to the House of Commons Defence Committee since 1997, having served previously with the House of Commons Foreign Affairs Committee 1995-6, and the Joint Parliamentary Committee on Bribery in 2009. In 2004 he was appointed as the UK’s member of the UN Secretary General’s Advisory Board on Disarmament Matters. In 2009 he was appointed to the Prime Minister’s National Security Forum and in 2010 to the Chief of Defence Staff’s Strategic Advisory Group. He also served on the Strategic Advisory Panel on Defence for UK Trade and Industry and in 2014 was Chairman of the Defence Communications Advisory panel for the Ministry of Defence.

In March 2014 he was appointed by the Deputy Prime Minister to chair an Independent Surveillance Review at RUSI which reported in 2015. That report, A Democratic Licence to Operate: The Report of the Independent Surveillance Review, was published as part of the public discussion around the Investigatory Powers Bill, due to be enacted into law by December 2016.

In January 2016 he was appointed a specialist adviser to the Joint National Committee on Security Strategy for the period of the current Parliament.

Yalda Hakim
Lead World News Presenter
Sky News

Yalda Hakim presents The World with Yalda Hakim on Sky News weekdays at 9pm. She reports live from the frontlines of the world’s most consequential stories including the Israel-Gaza border, Ukraine, Afghanistan, Darfur and Iraq. An award-winning international correspondent and documentary filmmaker, she has spent two decades reporting from around the globe.

She has interviewed some of the world’s most high-profile leaders including Ukraine's President Zelenskyy, US Secretary of State Antony Blinken, former US President Bill Clinton, Canada's PM Justin Trudeau, Bangladesh's PM Sheikh Hasina, Indonesian President Joko Widodo and Afghanistan’s President Ashraf Ghani.

Yalda was born in Kabul, Afghanistan, and moved as a refugee to Australia where she grew up. She is the founder of the Yalda Hakim Foundation, which has established scholarships for Afghan girls to receive an education. She joined Sky in 2023 and was previously chief presenter of the BBC News Channel. 

Adriana Acosta Rivas
Director of Communications, Marketing and Nation Brand, essential COSTA RICA

Publicist and Marketing Specialist with over 25 years of experience in communication agencies, strategic planning, and negotiation. 

Specialist in developing communication and marketing strategies for mass consumer companies - in both online and offline channels - country brand, real estate, premium brands, and services. Leader of interdisciplinary teams specializing in planning, positioning, benchmarking, and customer journey for national and international brands. 

Prior to her position as Director of Communication, Marketing, and Nation Brand at PROCOMER, she served as Marketing Manager at companies such as FIFCO, Portafolio Inmobiliario, and Cuestamoras. She also led teams in advertising and digital agencies, including her entrepreneurial project. 

Sarah Cook
Head of Environment Programme, UN Global Compact Network UK

Sarah Cook is Head of the Environment Programme at the UN Global Compact Network UK,

responsible for overseeing initiatives to drive corporate action across all areas of environmental sustainability including climate change, nature, water, and the circular economy.

She has extensive marketing and commercial experience within the corporate sector, launching new categories and brands with FMCG businesses such as Nutricia and Warburtons before specialising in mission-led marketing, sustainability, and social impact at founding UK B Corps Pukka Herbs and Neighbourly, an ESG community impact platform.

She has an LLB in Law from Reading University and is an alumna of the University of Cambridge Institute for Sustainability Leadership.

UN Global Compact Network UK – For Background

The UN Global Compact Network UK is part of the world’s largest responsible business initiative connecting UK companies and other organisations in a global movement dedicated to driving sustainable growth. Through an extensive programme of activities, we promote practical sustainability leadership, share knowledge across sectors, and actively shape the responsible business environment to create a world we want to live and do business in.

The United Nations Global Compact’s universally recognised Principles, rooted in UN treaties, provide a robust foundation from which we lead UK business action on the Sustainable Development Goals (SDGs). We use our power to convene business and other organisations to find practical solutions to global challenges.

Ewan Topping
Senior Partnership Manager, The Ocean Cleanup

Ewan is Senior Partnership Manager, specialising in Strategy and Impact at The Ocean Cleanup, a non-profit organisation dedicated to developing and scaling technologies to rid the oceans of plastic. With a mission to remove 90% of floating ocean plastic, The Ocean Cleanup has already extracted over 20 million kilograms of trash from rivers and oceans worldwide.

Central to the organisation's mission is demonstrating the broader value of plastic-free rivers and oceans and the positive impact they create for local communities and corporate partners alike.

Before joining The Ocean Cleanup, Ewan spent over 17 years at Diageo, where he held various roles in global marketing, communications, and digital media management

Carl-Ruuben Soolep
Head of Brand Content
Country Promotion

Carl-Ruuben Soolep leads the brand messaging, reputation measurement, and content for Brand Estonia. He previously worked at a global tech unicorn, Veriff, leading PR and brand work globally. He has 10+ years of experience in thetechnology and financial industries, both in-house and consulting.  

Kata Varblane
Director of Country Promotion
Enterprise Estonia

Kata Varblane is a dedicated brand envoy of Estonia. She leads the newly founded Country Promotion Department at Enterprise Estonia, a government agency under the Ministry of Economic Affairs and Communications. The Country Promotion Department is responsible for developing the Estonian country brand and boosting the cooperation between Enterprise Estonia’s international marketing and PR units (tourism, FDI, trade, talent, Startup Estonia, e-Residency). For 8 years, she worked as the Deputy Director of Marketing and International Relations at the Estonian Investment Agency. She continuously pioneers digital tools and solutions that redefine the client journey, embodying the essence of creative and efficient e-Estonia. She is dedicated to helping innovative businesses and people benefit from the most advanced digital society in the world by spreading the word about Estonian developments and telling Estonian stories. 

Neil Rami
Chief Executive, West Midlands Growth Company

Supported by central and local government, universities and a wide range of regional businesses, the West Midlands Growth Company was established in 2017 to expand existing businesses and attract new inward and capital investment and leisure and business visitors to the region. Its plans are aligned to the ambitions set out in the West Midlands Plan for Growth.

Neil led the trailblazing Business and Tourism Programme for the Birmingham 2022 Commonwealth Games; a unique partnership between DCMS, VisitBritain, the Department for Business and Trade and the West Midlands Combined Authority.

Previously, Neil held similar economic development and regeneration roles in Liverpool and Newcastle upon Tyne. He is a member of the UK Visitor Economy Advisory Council, the UK Real Estate and Infrastructure Advisory Board, Creative UK Board and the Foreign Direct Investment Leaders Network. Neil is a former Governor and Director of the Royal Shakespeare Company.

Patricia Yates
CEO, VisitBritain/VisitEngland

Patricia became CEO of VisitBritain/VisitEngland in 2022, having been Director of Strategy & Communications since 2005.

Patricia is responsible for the day-to-day running of VisitBritain/VisitEngland and its global network of offices. She is focused on building partnerships to grow the value of tourism across Britain and supporting and developing tourism businesses She works to ensure that overseas tourism is high on the political and economic agenda, and oversees the Media and Tourism Affairs teams. Patricia is also the Accounting Officer for the organisation.

Starting her career as a journalist working on research and technical publications, Patricia moved to edit Holiday Which? where she led on all of its research, campaigning and public affairs work in tourism, travel and transport. She launched and edited the Which? Guide to Hotels for many years.

Patricia is the Chair of the Tourism Industry Emergency Response group (TIER) which coordinates the tourism industry, developing plans and responses during specific crises. She is an observer on the board of the Tourism Alliance for VisitBritain/VisitEngland.

Henryka Mościcka-Dendys
Undersecretary of State
Ministry of Foreign Affairs of the Republic of Poland

A doctor of juridical science. A graduate in law and classical philology from the University of Silesia in Katowice. She was awarded a PhD in international law at the University of Warsaw\'s Faculty of Law and Administration (2007).

At the MFA since 2002. She held such posts as Head of the Coordination Unit at the ministry\'s European Union Department and expert at the Office of the CBSS Commissioner on Democratic Development in Copenhagen (2003).  From 2007 to 2011, she worked as first secretary and later as counsellor at the Polish Embassy in Berlin. In 2011-2012, she was Deputy Director of the European Policy Department for Institutional Affairs and Northern Europe. She served as Director of the European Policy Department from August 2012 to April 2013. Undersecretary of State for Parliamentary Affairs, European Policy and Human Rights from April 2013 to November 2015 and Poland\'s Ambassador to Denmark in 2015-2020. She headed the MFA\'s Bureau of Investments from September 2020 to December 2023.

In 2011-2016, she was a member of the Foundation for German-Polish Cooperation\'s Council. She currently holds this function at the Polish Institute of International Affairs and the European Council on Foreign Relations.

She speaks German, English, and Russian.

Undersecretary of State Henryka Mościcka-Dendys is responsible for consular as well as legal and treaty affairs. She is also responsible for programming and coordinating the promotion of Poland, public and cultural diplomacy, and issues related to the Polish community abroad.

Olga Brzezińska
Deputy Director
Adam Mickiewicz Institute

Olga Brzezińska is a distinguished cultural manager, EU studies scholar, and university lecturer with extensive expertise in arts management and international programming. Currently, Olga serves as the Deputy Director at the Adam Mickiewicz Institute, where she is responsible for programming, strategy, and key initiatives such as the UK/Poland Season 2025 and the international cultural programme of the Polish Presidency of the Council of the European Union.

In addition to her role at the Institute, Olga shares her knowledge as a lecturer of cultural diplomacy at the Jagiellonian University in Kraków and as an instructor on leadership in the MBA program at Kozminski University in Warsaw.

Beyond these roles, Olga serves as the Programme Director of the Leadership Academy for Poland and contributes as a member of the Mentor Board of the Rafał Brzoska Foundation. As a co-founder and President of the City of Literature Foundation and founding member of the Executives for Impact initiative, she actively supports the development of NGOs and drives impactful change in the cultural and educational sectors.

A seasoned organizer and curator, Olga has successfully originated, co-created, and managed a wide array of national and international artistic, literary, and educational events. Her innovative work in arts management has been honored with the Creative Scholarship of the City of Kraków.

Tim Ellerton
Commercial Director, British Olympic Association

Tim joined the BOA in January 2017 and is responsible for all revenue generation which incorporates Commercial partners, Fundraising and Licensing. The BOA relies solely on private sector funding to take Team GB to both the Summer & Winter Olympic Games as well as other IOC sanctioned events such as Youth Festivals & European Games.

Prior to the BOA, Tim was responsible for Heineken’s main sports properties – in particular the UEFA Champions League, Rugby World Cup and Formula 1. Before joining Heineken, he worked at Coca-Cola GB on their domestic sponsorships of the English Football League, RFU, British & Irish Lions as well as implementing global property activations such as the Olympics and FIFA World Cup.

Tim lives in London with his wife and two children.

David Elliott
Head of International Seasons
British Council

David Elliott is a senior arts manager, curator, author and critic. He is currently Head of International Seasons at British Council, which includes steering the UK/Poland Season of Culture which will run from March to November 2025. During his career at the British Council, he spent 17 years overseas running the organization’s arts programmes in China, Japan, Mexico and Thailand, and was awarded an MBE for cultural services between UK and China in 2013. He was Creative Director of the UK Now festival in China in 2012 and was Festival Director of the year-long UK/Mexico 2015. Before that, he curated or produced over 40 documentary touring exhibitions ranging from Charlie Chaplin and contemporary architecture to rock photography and a history of UK-Russian cultural links

David is the author of four books, mostly about music, and has written for New Musical Express, Sounds, Zigzag, The Wire and Electronic Sound amongst others. He has an MA in Arts Management.

Paulina Latham
Head of Visual Arts and Music
Polish Cultural Institute in London

Paulina Latham is the Head of Visual Arts & Music at the Polish Cultural Institute in London, where she has been instrumental in establishing the Institute as a leading cultural diplomacy organization, forging partnerships with world-renowned institutions to expand the reach and visibility of Polish art and culture. Her expertise in soft power strategies and international relations allows her to foster meaningful dialogue and cultural exchange through cross-sector collaborations. With over 17 years of experience in cultural diplomacy, she has led major initiatives with institutions like Tate, Barbican Centre, the V&A and BFI Southbank. 

Paulina is also one of the coordinators of UK-Poland Season 2025, a large-scale cultural collaboration between United Kingdom and Poland.  

David Haigh
Chairman
Brand Finance

David is the Chairman of Brand Finance Plc – the world’s leading brand valuation consultancy. He has worked in the area of branded business, brand, and intangible asset valuation since 1991. He specialised entirely in the field after becoming the Director of Brand Valuation for Interbrand in 1995. He subsequently left Interbrand in 1996 to launch Brand Finance which is celebrating 25 years in business this year.

David represented the British Standards Institution in the working parties responsible for crafting international industry standards: ISO 10668 on Brand Valuation in 2010 and ISO 20671 on Brand Evaluation in 2019.

David is a passionate writer and has authored many articles on brand valuation, published in numerous marketing and finance newspapers and magazines, such as: Financial Times, Accountancy Age, and Marketing Week. He has also lectured on the topic of brand valuation for Harvard, Chicago, and London Business Schools.

David graduated from Bristol University with an English degree, qualified as a Chartered Accountant with Price Waterhouse in London, and obtained a postgraduate diploma in Marketing from the Chartered Institute of Marketing (CIM). He is a Fellow of The Royal Institution of Chartered Surveyors (RICS) and has a practising certificate with the Institute of Chartered Accountants in England and Wales (ICAEW).

Konrad Jagodzinski
Place Branding Director
Brand Finance

Konrad leads Brand Finance’s place branding and soft power practice. He liaises with clients, directs consulting projects, and is responsible for the creation and promotion of the annual Global Soft Power Index, Nation Brands, and City Index studies.

Konrad has extensive experience in advising clients in the fields of place branding and public diplomacy. Before joining Brand Finance, he worked at the Polish Embassy in London where he developed and delivered successful marketing communications campaigns as well as media relations programmes of official engagements by the president, prime minister, government ministers, and the ambassador.

In his role at Brand Finance, Konrad has advised a variety of place branding organisations, including the GREAT Britain and Northern Ireland Campaign, New Zealand Story, and Cape Town Tourism.

Before moving on to grow the place branding practice, Konrad was the Communications Director of Brand Finance and Managing Director of Brand Finance’s PR agency – Brand Dialogue for 5 years. He has a proven track record in executing integrated communications strategies, having been responsible for publishing nearly 100 industry and country reports on the world’s most valuable brands on an annual basis.

Konrad has qualified with the Professional PR Diploma from the Chartered Institute of Public Relations (CIPR). He studied European Studies MA at King’s College London and the Humboldt University in Berlin, and International Relations with Political Science BA at the University of Birmingham.

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Hugo Hensley
Head of Sports Services
Brand Finance

Hugo Hensley is an expert in the business of sport and sponsorship, and has led Brand Finance’s services in this area for 4 years. Hugo has worked with the likes of Liverpool FC, Real Madrid, and Mercedes F1 to help them understand the value of their brands and calculate the value they create for partners through sponsorship. Hugo leads Brand Finance’s research studies into the value of sporting brands around the world, and the fan research studies that form the foundation of these insights. 

Hugo has contributed insights and commentary to print and broadcast media, as well as podcasts and industry journals, including The Economist, Bloomberg, BBC World News and WARC (World Advertising Research Centre). Hugo has lectured on the business of sport, branding in sport, and sponsorship return on investment at EmLyon Business School and UNSW Business School. 

Hugo qualified as a chartered accountant with Brand Finance, after graduating from Oxford University with a Masters in Engineering. 

Annie Brown
Valuation Director
Brand Finance

Annie is a qualified management accountant and has worked on Brand and Business valuation projects serving global clients, including Barclays and Shell. She is experienced across of variety of services including brand licensing, research analytics, rebrand uplift and balance sheet valuation. Annie heads up various studies at Brand Finance, including the annual Global Intangible Finance Tracker (GIFT™) and the Brand Guardianship Index. In addition, Annie has conducted research and analysis for the Brand Finance brand rankings, specialising in Banking, Retail and Oil & Gas sectors. Annie has served clients worldwide, with a particular focus on the USA and the Middle East. Annie joined Brand Finance as an Analyst in August 2017 after graduating from The University of Edinburgh with a Masters degree in Philosophy and Economics. She has since completed her CIMA professional qualification.

Robert Haigh
Strategy and Sustainability Director
Brand Finance

Robert leads Brand Finance’s sustainability research and consulting practice, helping brands to understand the value of sustainability perceptions and how to manage these effectively.

Robert has a degree in Geography from the University of Oxford and an MBA from London Business School.

Robert began his career in marketing communications, later specialising in commercial strategy, due diligence, and insights.

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Scott Moore
Sports Services Senior Consultant
Brand Finance

Scott specialises in sports sponsorship consultancy for corporate brands and rightsholders; encompassing brand valuation, business impact modelling, sponsorship strategy and sponsorship return on investment.

Scott is part of Brand Finance's Sports Services team, supporting on sports-specific projects and the Football 50 league tables. The team actively engage project teams to provide and execute bespoke bolt-on and/or independent sports services for existing clients who have a sports sponsorship portfolio.

Previous experience across sports and entertainment sponsorship has involved notable clients including PepsiCo (UEFA), British Gas (BOA/BPA, SRU), Vodafone (Wimbledon), Compare the Market (ECB), Activision Blizzard and BAFTA.

Scott holds a BSc in Management from the London School of Economics and a MSc in Sport Policy, Management & International Development from the University of Edinburgh.

Artur Bryzghalov
CFA, Associate Director
Brand Finance

Artur joined Brand Finance in 2018 after graduating from the King's College London in Political Economy. Artur is currently a Level III Candidate for the Chartered Financial Analyst (CFA) programme. Artur is fluent in three languages - English, Russian and Ukrainian. Artur has experience in valuation, strategy, market research analysis for clients including Chevron, Rockwool, Iberia, Etihad, and stc. Artur also has experience in Brand Finance’s sports services offering, in particular, measurement and return on investment projects with global clients like Formula 1. Currently, Artur leads place branding projects at Brand Finance. In particular, the Global Soft Power Index and Brand Finance City Index.

 

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International Advertising Association

The International Advertising Association is a global association that represents all areas of the marketing and communications industry.

The IAA has established itself as the "global compass" of the MARCOM industry. With our global influence, vast network, and grass roots operations, the IAA is the natural resource for the issues that confront today’s demanding and fast-changing business environment.

The IAA has established itself as the "global compass" of the MARCOM industry. With our global influence, vast network, and grass roots operations, the IAA is the natural resource for the issues that confront today’s demanding and fast-changing business environment.

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Conrad London St. James
Conrad London St. James Website

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Queen Elizabeth II Centre, Broad Sanctuary, London SW1P 3EE & Streamed Live Online

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